New leadership and bold expansion plans for South Coast FM

LOCAL community radio station South Coast FM (SCFM) has promised a bold new direction for the year ahead reporting significant growth in membership numbers, a brand-new look and a new high-profile Station Manager.

Former TRFM breakfast host and ‘Married at First Sight’ (MAFS) contestant Bryce Ruthven has taken over the reins at the local community radio station stepping into the leadership role after the departure of former General Manager Andre Sawenko.

Bringing more than a decade of commercial radio experience to the role Ruthven has worked in multiple roles in radio including on-air hosting, program management, operations, marketing, and digital content. He previously served as the morning announcer on Traralgon’s TRFM, part of the ACE Radio Network.

While working across the ACE Radio Network, Ruthven achieved major recognition in 2018 when he won the prestigious Australian Commercial Radio Award (ACRA) for Best Music Presenter (Country category).

“I was awarded best music presenter for regional Australia,” said Ruthven.

The talented 37 year old was recognised for his unique presentation style, his ability to showcase music and the light-hearted comedy he was able to insert into his on-air role.

Ruthven worked at TRFM as the morning announcer from 9am to midday broadcasting  across Victoria and parts of New South Wales. He frequently cites his tenure with the ACE Radio Network during the onset of the COVID-19 pandemic as a pivotal and rewarding point in his radio career.

Following his time in Traralgon Ruthven relocated to Hit 104.7 Canberra before stepping into the national spotlight as a high-profile, controversial contestant on the 2021 season of Married At First Sight (MAFS)

Ruthven’s extensive media career has also included driving major metropolitan content for WSFM’s Jonesy and Amanda in Sydney, a successful stint at Bundaberg’s Hitz 939 that earned him multiple Australian Commercial Radio Award (ACRA) nominations, and a recent role with DAB+ talk station Disrupt Radio.

Focusing heavily on community engagement Ruthven wants to leverage South Coast FM’s recent growth to take the local broadcaster to another level creating a highly localised listening experience.

“I am passionate about being hyper local," Ruthven said.

"I hope everyone is excited and ready to be part of a new chapter for South Coast FM.”

Ruthven said time spent with the highly successful Darwin community radio station Territory FM run by Charles Darwin University had given him a sense of community radio and its role with the local community.

The long-term vision is to establish multi-hub studio spaces across Bass Coast and South Gippsland to boost youth involvement and foster community participation.

“We hope to increase membership by engaging with the business community and West Gippsland Football and Netball League,” he said. “Continuing to have youth cycling through the station to give young presenters the opportunity to learn radio so they can perhaps build a career in radio.”

At the station’s recent Annual General Meeting President Nicky Chung expressed deep gratitude to the station's dedicated volunteers. In addition to Bryce Ruthven’s appointment as the new Station Manager Ms Chung said Jake Benson had been appointed Sales and Sponsorship Manager.

Behind the scenes SCFM has committed to overhauling its financial operations by transitioning to contracted bookkeeping services and adopting Xero accounting software. This shift has proven highly cost-efficient, reducing overall expenditure and bolstering long-term financial sustainability according to Ms Chung.

The past year also saw the launch of a new, modern SCFM logo.

Ms Chung said this refreshed identity was aimed at strengthening the station’s brand presence across digital platforms, merchandise, and local events, making the broadcaster more recognisable across the region.

SCFM celebrated a rise in membership numbers and is seeking to lift community participation by hosting more outside broadcasts in the year ahead.

“The station remains deeply connected to its roots while confidently steering toward a sustainable, visible future,” said Ms Chung.

Planning is already underway for the station’s 40th anniversary celebrations next year.

The station is also exploring a new remote studio on Phillip Island in partnership with the Uniting Church, PICAL, and Doc White, aiming for a decision by the end of October.

The author of this article Bruce Wardley provides a weekly summary of news in the Sentinel Times during the Wednesday breakfast program with Richard Kay at 8.30am.